The latest episode of Shark Tank India season 4 welcomed a young and enthusiastic couple who wish to make soft furnishing in India affordable and hassle-free. Easyrugs , India's first washable rugs brand, founded by Harnam Kaur and Samrath Singh Nagpal from Delhi. Their vision is to add warmth and texture to your homes in the most sustainable way. Their ask is Rs 35 lakhs for 5 percent Equity. Their products are 100 percent handwashable. They give a demo to the Sharks by spilling coffee and ketchup and then cleaning it.



With a strong foundation in interior design, Harnam aimed to address the issue of expensive rugs in the market. Her vision aligned with her husband, Samrath, a lawyer, who recognized the potential to introduce budget-friendly, low-maintenance, and non-slip rugs that could transform the home decor industry.



Samarth shares the rugs market size is Rs 234 million to Rs 2000 crores. They launched their brand in September 2023 and the lifetime sales of their brand is Rs 83 lakhs. When Anupam Mittal quizzed the founders about their vision about the business, the revealed they have already acquired the domain and want to be India's leading soft-furnishing company. Anupam Mittal decides to step away from the deal, expressing concerns about the brand's scalability in the future. He also points out a key shortcoming—their unique selling point of offering hand-washable rugs is not highlighted anywhere, which he believes is a missed opportunity. Namita also doesn't invest and asks them to scale their brand and return later for funding.



Peyush Bansal shares his feedback and asks the founders to not get into other categories. He advises them to focus on the rags business and make it a Rs 50-100 crore business. He backs out as he feel it is too early. Aman on the other hand feels that customers usually use rugs for style and feel good factor but their brandname Easyrugs just spoils everything. Vineeta Singh also agrees with him. Samarth explains the vision behind the name and reveals that their brand has easy because it is easy on pocket, style.



Aman says, "Dum nahi hai brand mein. Jaipurrugs jaise aapka competitor hai, solid hai, bahot mehenga bhi hai, royalty ki feeling deta hai. Uski positioning bhi waise hai. But easyrugs, easy to go matlab halka hai dum nahi hai brand mein, product accha hai. Your brand name doesn't do justification to the products you are trying to sell. Iss category mein mereko lagta every product without a brand is just a commodity. This is also a commodity but if you brand it well, it can do wonders."



(The brand lacks impact. Your competitor, Jaipur Rugs, is strong, premium, and exudes a royal feel, aligning well with its positioning. But 'EasyRugs' gives off a lightweight, casual vibe—it doesn't carry the strength needed for the brand. While your product is good, the name doesn’t do justice to what you're selling. In this category, every product without a strong brand identity is just a commodity. Right now, your rugs fall into that category, but with proper branding, they have the potential to do wonders.)



Harnam seeks support, prompting Aman to ask, "If I suggest changing the brand name, would you be willing to do it?" Samarth responds that they are open to considering the idea. Meanwhile, Vineeta expresses interest in investing in the business. Sensing an opportunity, Aman asks Vineeta if they can have a private discussion about it.



They return and offer a deal of Rs 35 lakhs for 5 percent Equity plus 5 percent royalty until Rs 52.5 lakhs is recouped. Harman and Samarth discuss and after returning the latter says they are open to a name change but upon their discussion. Vineeta says that she will pitch names to them like a 'Shark Tank'. Harman and Samarth accept the offer.